Creating consistency from your sales staff requires constant management and coaching. Counseling performance is the process where the sales manager(s) have a formal review of prior production, monthly sales requirements and the dealerships standards.

Having the proper documentation and reviewing the coaching stage of the deficiency is imperative. The goal is to alter the behavior to accomplish a common goal. A proper analysis of the job production should be compared to prior production, job requirements, expectations and the potential.The associate should understand the counseling stage is a performance improvement step and the walk-away is to understand the performance is a job requirement.

The counseling session is important for these specific reasons; (a) the manager clearly communicates any job deficiency and any performance standards, (b) it reinforces the teamwork philosophy, (c) it ensures the associate that leadership is interested in their success and (d) to correct unproductive and inefficient behavior.

Here are five specific counseling guidelines:

1. Choose a pre-planned meeting time for a one-on-one in a setting that will allow for uninterrupted conversation. Outline your discussion and keep the points simple and direct.

2. Have the metrics at hand and measure the performance against production standards (generally a rolling 30-day timeline). Reinforce the behavior that is needed to improve production. Review the previous coaching session and reiterate the specific performance requirements.

3. Outline the specific dealership requirements for; up count, presentations, demonstration drives, follow-up, contact information, prospecting, dealership tours, appraisals, write-ups, and closes. Use a spreadsheet to track the performance standards, daily, weekly and monthly. Require the sales person to input performance daily and the management team to review the performance each day.

4. Provide the associate with specific tasks they must perform in an effort to improve the production. Set up a timeline that the specific tasks are to be completed by.

5. Define the “condition” stage of the Coach, Counsel, and Condition employee philosophy.

The sales manager(s) cannot allow excuses or for the discussions to be redirected. The associate should know at all times where the counseling session is going and why.

Remember, the key to managing performance is consistency. The most successful managers measure all of their key performance indicators and monitor the actions producing the result – good or bad.

Good luck and continued success.